策略性退货能提高消费者忠诚吗?——来自电商企业的证据

Can Strategic Returns Improve Consumer Loyalty? Evidence from E-commerce Companies

策略性退货是网络购物情景中消费者普遍采用又不同于一般退货的独特行为。基于不确定性理论,采用倾向得分匹配法克服样本选择性偏误,探究策略性退货对消费者行为忠诚的影响。研究表明:策略性退货行为有助于提高消费者行为忠诚,即策略性退货消费者复购频次、复购订单大小以及复购商品支付价格显著高于未退货消费者;策略性退货程度对消费者行为忠诚具有显著正向影响,即消费者策略性退货程度越高,其复购频次、复购订单大小、复购商品支付价格越高。

Strategic returns are a common and unique behavior pattern in online shopping scenarios. Based on the uncertainty theory, the propensity score matching method is used to overcome the sample selection bias, and the impact of strategic returns on consumers’ behavior loyalty is studied. The results show that strategic returns can help increase consumer loyalty, that is, the frequency of repurchasing, the size of repurchasing orders, and the price paid for repurchased products by consumers of strategic returns are significantly higher than those of non-returned consumers;the degree of strategic returns has a significant positive effect on consumer loyalty, that is, the greater the degree of consumers’ strategic returns, the higher the frequency of repurchasing, the size of repurchasing orders, and the price paid for repurchased products.